Page 2

Chapter 02 - Developing Successful Organizational and Marketing Strategies

CHAPTER CONTENTS

PAGE

POWERPOINT RESOURCES TO USE WITH LECTURES ........................................... 2-2 LEARNING OBJECTIVES (LO) ......................................................................................... 2-4 KEY TERMS ........................................................................................................................... 2-4 LECTURE NOTES 

Chapter Opener: Ben & Jerry on a Mission .................................................................. 2-5

Today’s Organizations (LO 2-1) .................................................................................. 2-5

Strategy in Visionary Organizations (LO 2-2; LO 2-3) .............................................. 2-10

Setting Strategic Directions (LO 2-4).......................................................................... 2-18

The Strategic Marketing Process (LO 2-5; LO 2-6; LO 2-7)..................................... 2-25

APPLYING MARKETING KNOWLEDGE ...................................................................... 2-33 BUILDING YOUR MARKETING PLAN .......................................................................... 2-37 VIDEO CASE (VC) 

VC-2: IBM: Using Strategy to Build a “Smarter Planet” ............................................ 2-38

APPENDIX D CASE (D) 

D-2: Daktronics, Inc.: Global Displays in 68 Billion Colors....................................... 2-43

IN-CLASS ACTIVITIES (ICA) 

ICA 2-1: Calculating a “Fog Index” for Your Own Writing ....................................... 2-47

ICA 2-2: Marketing Yourself....................................................................................... 2-51

CONNECT APPLICATION EXERCISES ……………………………………………… 2-58  Growth Opportunities at Nike Click and Drag*  The Strategic Marketing Process Click and Drag*  The Strategic Marketing Process at Kodak Click and Drag*  Setting Strategic Directions, Growth Strategies Click and Drag*  IBM: Using Strategy to Build a "Smarter Planet" Video Case  iSeeit! Video Case: Marketing Strategy & the Marketing Plan Video Case  Marketing Analytics: The Profit Equation Analytics Exercise *Note: An alternate version of each Click and Drag exercise is available in Connect for students with accessibility needs. 2-1 Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

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Solutions for Marketing 14th Kerin  

Solutions Marketing 14th Edition Kerin 2019 (Solutions Manual Download) (9781259924040) (1259924041). Instant access. All chapter are includ...

Solutions for Marketing 14th Kerin  

Solutions Marketing 14th Edition Kerin 2019 (Solutions Manual Download) (9781259924040) (1259924041). Instant access. All chapter are includ...